Creating Content for Candidates
For years now, recruiters have been told they need to think more like marketers. Most of the time this is followed up with a conversation about how to invest in marketing automation tools to engage and nurture candidates. Rarely, do I see content discussed, and it’s left me wondering why.
Maybe it’s because most agencies don’t have the time to write content or maybe it’s not as appealing as automation. Whatever the reason may be, I rarely see agencies (aside from large ones) creating content with a predictable frequency, and I’m disheartened.
Content is the driver of all marketing activities
I get it. Writing is time consuming. It’s tedious, and it’s hard to quantify its value. But, it’s a necessity. Content can help support multiple areas of your business, including business development, candidate nurturing, and brand awareness. It’s also a great equalizer when you’re a small business competing with larger agencies.
While I know it can be challenging to commit to creating content when you’re already wearing multiple hats, it’s an absolute necessity if you want to grow your business.
Decide which topics to cover
In my experience, getting started is the hardest part especially when you’re fearful of choosing the wrong topic. This is something that most content marketers agonize over; however, it is a lot better to create something than do nothing.
If you’re still feeling stuck, there are two approaches I use when choosing what to write.
- Write about something you know: It’s a lot easier to create content on a topic you’re knowledgeable about because you can draw on your past experiences. At the end day, content consumers just want to learn, and sharing your knowledge is great way to educate your audience.
- Identify which topics are trending: Check out your newsfeeds, identify recurring themes in your candidate conversations, or use a tool like Google Trends to identifying rising topics. Then, research the subject thoroughly before writing.
Regardless of which path you choose, always write with your target audience in mind. Put yourself in your candidates’ shoes, and think about what they would like to see. Your content can be about anything — how to prepare for an interview, negotiating salary, or which questions recruiters can’t ask. The possibilities are endless as long as you write with the candidate in mind.
(Editor’s Note: If you’re still feeling uninspired, check out HubSpot’s Blog Idea Generator. I’m not ashamed to admit it has helped me out more times than I count.)
Nurture candidate relationships with content
Once you start building out your content library, identify areas where you can use it. Specifically think about the different stages in the job search process.
- New Job Seekers: When creating content for job seekers who are just starting their search, think about common problems they encounter or questions that they may have during this stage. Content on topics such as updating your LinkedIn profile, how to make your resume keyword rich, applying to job boards, or what to expect when working with a third-party recruiter, demonstrate your expertise while also solving their job seeker’s problem. It also helps build credibility and trust, making a candidate more willing to respond positively when you reach out to them with an opportunity.
- Job Applicants: There is usually a gap between when a candidate applies to a job and when they hear back. Nothing is more disheartening then to receive radio silence after you were excited enough to apply. Sharing content is a great way to nurture those relationships and sustain excitement while you sort through resumes. You can repurpose content you wrote for new job seekers, offer suggestions on what to do after the application, tips on how to nail a phone screen, or even share role-specific content if the candidate looks promising.
- Candidates in the Hiring Pipeline: At this stage, you should be in contact with the candidate regularly. Take advantage of this to send them highly targeted content for where their current stage in the hiring process. Interview with the hiring manager? Send them a blog on topics to research when preparing. Verbal offer? How about an infographic on the downsides of accepting a counter offer. When you use content in this manner, you’re not only advocating for the candidate but also encouraging them to put their best foot forward in the hiring process.
- Accepted Offers: This is one of the most overlooked areas in the recruiting process, and has the greatest opportunity for a costly setback. Humans are fickle, indecisive, and unpredictable. When left to our own devices, we can often talk ourselves out of anything if we try hard enough. Instead of calling it a wrap on the role, put your newly placed candidate on an email drip, using content to walk them through the transition. Topics such as giving your resignation, preparing for your new role, or what to expect on your first day can help calm nerves and demonstrates that you are a recruiter who puts in the extra effort.
- Passive Talent: Almost all of the contacts in your database are passive talent, and it’s unlikely you’ll be reaching out to them with a new opportunity any time soon. However, those relationships you previously built are turning cold with each passing day. Instead of letting them sit idle, use content to nurture the relationship and keep your agency top of mind. Send them helpful advice on how to navigate big milestones in their career, like negotiating a raise, management best practices or how to maintain a healthy work-life balance.
Now, go out & create
While it makes me incredibly happy that you have now read this blog in its entirety, there is nothing more I want from you than for you to leave. Seriously, close this tab and create content of your own. When you’re finished creating something, whether it’s a blog, video, infographic, or podcast, I hope you come back here and share it with me. I would love nothing more to see what you created and share with the rest of our readers.
Good luck and happy creating!
